Everywhere I turn, I see, hear and read about ‘going green.’ Whether it’s my neighbors buying hybrid cars,
major Fortune 500 companies announcing huge sustainability efforts or big PR firms declaring their workplaces will be carbon neutral by 2009, it seems like everyone’s jumping on the environmental sensitivity bandwagon.
And, that’s cool. It’s a noble effort to be sure. But, is it a futile one as well? Auden Schendler, who Time Magazine anointed just last year as a ‘climate crusader’ thinks so. He laments in a current BusinessWeek profile, "How do you really green your company? It’s almost f***ing impossible."
It seems that no matter what any of us do, it will have very little, if any, meaningful impact on reducing global carbon emissions. Does that mean we shouldn’t try? Or course not. But, the ‘doing well by doing right’ corporate mantra du jour, is apparently just that in many cases: a mantra du jour.
According to BusinessWeek, some companies are already abandoning their green efforts because they don’t provide an immediate return. CEOs, pressured by Wall Street to produce quarter-to-quarter results, simply can’t wait seven years to show an ROI (which is understandable).